After distributing 8.1% less coupons in 2011 than in 2010, CPG marketers held steady last year, distributing 305 billion coupons across all media, according to NCH Marketing Services. That 305 billion figure represents an 8.1% climb from 2008, but is down from a peak of 332 billion in 2010. In response, 79.8% of consumers surveyed said they at least sometimes use coupons while shopping in grocery, mass, supercenter, drug, or dollar stores. That’s a slight drop from 80.6% last year. Still, the popularity of coupons remains steady after jumping from 63.6% usage in 2007 to 75.8% in 2008.
Last year, 53.1% of consumers said they used coupons about the same amount as in the prior year, while almost twice as many said they used more than said they used less (26.4% vs. 14.5%). Read the rest at MarketingCharts.